Generalised Differential Model (GDM)

Choosing the right media and creative executions can make a substantial difference on both impact and efficiency, and can thus optimize a campaign's performance.

Generalised Differential Model (GDM)

Arie den Boon

The Generalised Differential Model (GDM) quantifies the short-term effects of different media and creative executions on attitudes, knowledge, and behaviour.

If we know who has had Opportunity To See (OTS)...

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